COMPREHENSIVE CHARACTERISTICS OF THE SALES FUNNEL LEVELS TRANSFORMATION UNDER THE INFLUENCE OF DIGITAL TRENDS IN THE MARKETING SPHERE

Abstract

The paper explores the transformation of sales funnel levels under the influence of digital trends in marketing, emphasizing the relevance of optimizing customer interaction in a rapidly changing digital environment. The purpose of the study is to refine theoretical and methodological approaches to understanding the sales funnel and to justify the necessity of its transformation according to digitalization processes. The research applies system analysis, generalization, comparative and content analysis, as well as modeling methods to study customer movement through the sales funnel and to visualize key interaction stages. The Ukrainian market situation during 2022-2023, marked by increased demand for energy equipment, illustrates the need for adaptive marketing tools. The study proposes a Customer Journey Map model for an online wholesale company as a practical example of sales funnel optimization. The findings substantiate that digital tools and CRM systems enhance communication efficiency, adaptability, and sustainable business development under the conditions of global digital transformation.